FORT WORTH, Texas, Aug. 8, 2013 /PRNewswire/ -- RadioShack and Sundance Square announced today that RadioShack, the Fort Worth-based retail leader in personal and mobile technology products and services, will open one of its new brand concept stores in Sundance Square's new Commerce Building in downtown Fort Worth, Texas. RadioShack is opening a select number of these high-touch stores filled with interactive features and playful experiences in high traffic and high profile locations as part of the company's emphasis on reinvigorating its stores and repositioning the brand. The new concept store is projected to open in October 2013 – just prior to the grand opening of the Sundance Square Plaza and in time to help those who work and play downtown with their holiday shopping. It will feature the most in-demand products, brands and technology to deliver a more interactive and engaging experience for the consumer. The Fort Worth concept store will join several other concept locations in California, Massachusetts, New York and New Jersey. "We are incredibly excited to open a RadioShack concept store in our hometown, which also happens to have one of the most dynamic downtowns in the country. This store will be our showcase in Texas," said Joe Magnacca, chief executive officer of RadioShack. "Sundance Square is a perfect social location that encourages people to browse, shop and enjoy, which works for an interactive store experience. Its very important for us to bring our high-touch concept to Fort Worth and have a presence in our community. We are proud to be here." Also significant to RadioShack's strategy has been its work at another Fort Worth store on Camp Bowie Boulevard. The store has been dubbed the "living lab" and serves as the format and testing ground for a scalable store design that will be rolled out to select RadioShack stores in the coming year. This "low touch" approach delivers a more shoppable store requiring minimal investment for maximum impact. "RadioShack is a great addition to Sundance Square and we are pleased the company chose to be here," said Johnny Campbell, president and CEO of Sundance Square. "With the addition of RadioShack, this will nearly complete the leasing in the Commerce Building. The new concept store will fill a niche for downtown residents and shoppers alike. Supporting them as they revitalize their brand is important for all of us." The signing of RadioShack's lease nearly marks the completion of available space in the five-story Commerce Building. Other tenants include new restaurants Del Frisco's Grill and Bird Cafe as well as Silver Leaf Cigar Bar on the street level and law firm Shannon, Gracey, Ratliff and Miller, LLP fulfilling the top three floors. This RadioShack store will be 2,357 square feet and will be located at 426 Commerce Street.